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2022 Marketing Award Honorees

2022 Honorees

The National Marketing Awards honors councils who have demonstrated marketing excellence in building and promoting the Scouting brand through: Fundraising, Membership Recruitment, Program Implementation, or Social/Digital Outreach. We celebrate the work of this year’s award-winning councils!

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FUNDRAISING

Chattahoochee Council – Columbus, GA

Circle Ten Council – Dallas, TX

Gateway Area Council – La Crosse, WI

Great Rivers Council – Columbia, MO

Heart of America Council – Kansas City, MO

Middle Tennessee Council – Nashville, TN

Mobile Area Council – Mobile, AL

Piedmont Council – Piedmont, CA

Simon Kenton Council – Columbus, OH

JUDGES' CHOICE

Dan Beard Council – Cincinnati, OH

Mecklenburg County Council – Charlotte, NC

MEMBERSHIP

Blue Ridge Council – Greenville, SC

Connecticut Yankee Council – Milford, CT

Crossroads of America Council – Indianapolis, IN

Heart of America Council – Kansas City, MO

Housatonic Council – Derby, CT

Lincoln Heritage Council – Louisville, KY

Montana Council – Great Falls, MT

Northern Star Council – Saint Paul, MN

Prairielands Council – Champaign, IL

JUDGES' CHOICE

Greater St. Louis Area Council – St. Louis, MO

Mecklenburg County Council – Charlotte, NC

PROGRAM IMPLEMENTATION

Allegheny Highlands Council – Falconer, NY

Bay Area Council – Galveston, TX

Blue Ridge Council – Greenville, SC

Circle Ten Council – Dallas, TX

Middle Tennessee Council – Nashville, TN

Mobile Area Council – Mobile, AL

Montana Council – Great Falls, MT

Northern Lights Council – Fargo, ND

Pacific Skyline Council – Foster City, CA

JUDGES' CHOICE

Longhorn Council – Hurst, TX

SOCIAL MEDIA/
DIGITAL

Atlanta Area Council – Atlanta, GA

Cascade Pacific Council – Portland, OR

Cherokee Area Council – Chattanooga, TN

Dan Beard Council – Cincinnati, OH

Last Frontier Council – Oklahoma City, OK

Minsi Trails Council – Allentown, PA

Northern Star Council – Saint Paul, MN

JUDGES' CHOICE

Baltimore Area Council – Baltimore, MD

Greater St. Louis Area Council – St. Louis, MO

FEATURED ENTRIES

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The entries from each of the recognized councils can be viewed on the BSA Brand Center or by clicking here.

Check out the following featured items:

Fundraising

Piedmont Council - Annual Report

Most annual reports are sent to potential funders, presented to boards, and included as part of grant proposals. This report was distributed through local news media in an effort to communicate the impact of Scouting in the community. In addition, the report has a very simple and clean design that is consistent with the Piedmont Council’s website.

Fundraising

Chattahoochee Council - Text to Give

COVID interrupted in-person unit meetings – as well as Friends of Scouting presentations. In response, the Chattahoochee Council shifted from in-person “asks” to a digital platform.  They developed a video and adopted a text-to-give campaign model.  Each unit was assigned a text-to-give code, donations could be tracked, and units could receive credit for donations. Additionally, the council created a user-friendly website for families and volunteers to give. “Most of our families are Millennials who are more comfortable with a text-to-give platform than a pledge/payment process.  In 2022 we are replicating the text-to-give campaign, but are changing how we market it to our units/families,” said Scout Executive Juan Osorio.

Fundraising

Dan Beard Council - Merit Badge Sponsorship

Local sponsorships of merit badge programs is an innovative way to involve the community in the Scouting program, while also providing important financial support.  A program like this also provides donors a tangible sponsorship element to embrace.

Membership

Montana Council - Customer-Facing Website

Many times, websites are built for existing customers, not potential customers. The Montana Council made the strategic decision to tailor their web content specifically for new customers.  In addition, they created district pages that could be managed locally. Not only is the Montana Council website streamlined and easy to navigate, it has robust analytics tools to help staff and volunteers better understand what content is being utilized and what customers need.

Membership

Greater St. Louis Area Council - Scouts, Today and Tomorrow

The extensive research and robust multi-channel marketing mix are two of the standout components of this membership campaign.  With messaging that focused less on HOW to join…but instead more on WHY to join…this campaign hit all the right notes!

Program Delivery

Blue Ridge Council - This Is Home

Musty tents?  Homesick kids?  Not a chance!  This camp promotional campaign uses compelling video to drive demand and build the promise of Scouting’s outdoor experiences.  It took basic Scouting activities and made them look AMAZING!  The use of quick cuts, energetic music, and consistent thematic elements tied it all together in a video execution that delivers!

Social / Digital Outreach

Atlanta Area Council - Campfire Stories

Great local stories…told on multiple channels…sourced from a team.  The use of multiple content creators (a.k.a. District Professionals from across the council) make this effort notable.  No need to rely on one particular person with the task of mining good content when a lighter load can be spread across a larger team.  Use all of the resources at your disposal to come up with great content, and then utilize that content across multiple channels to maximize your audience reach.  Add in a great hook like “Campfire Stories” and you have an award-winning combination.  Well done Atlanta Area Council!

Put these ideas to work in your council!

Throughout the next few months, you’ll see content featured in webinars, ScoutingWire, and on BSA’s social channels that highlight key learnings from this year’s recognized entries!

We’ll share tips, tricks, and best practices that you can use right now in your marketing!

JUDGING AND CRITERIA

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Entries were accepted during the window of October 1, 2021 through February 15 2022 for pieces that were in-market during calendar year 2021. Entries were submitted electronically and were broken out by category (Fundraising, Membership, Program Implementation, Social/Digital Outreach) and by council size within each category (100-200 size councils, 300-400 size councils, and 500+ size councils). Similarly-sized councils were judged with their peers.

Each entry was judged by three separate judges. The scores were added together and the top three scoring entries in each category, for each council class size, were awarded a 2022 National Marketing Award. In addition, seven honorees were of particular note and were awarded the “Judges’ Choice” designation.

The scoring rubric consisted of a 25 point scale based on:

ADVANCED PLANNING

Up to 5 points – Assessment of research, needs identification, timetable, goals, measurement strategies, etc.

EXECUTION

Up to 5 points – What were the resources required? Were changes to the plan required while executing the campaign? Were adaptations identified that would improve the implementation next time or in another council?

IMPACT

Up to 5 points – Did the project have the desired or projected impact? How significant was the end result? Did it achieve a significant impact? In what ways?

CREATIVITY/ REPLICABILITY

Up to 5 points – Consideration will be given to pieces that are unique. The ability to scale the concept to adapt to differing council sizes is a plus.

LOOK & FEEL

Up to 5 points – Does the piece or campaign effectively represent the Scouting brand or visually tell the Scouting story? Does the campaign or piece follow BSA’s brand standards?

Note: No entries were received in the Social/Digital category for the 500+ council size.

JUDGES

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The National Marketing Committee and Staff would like to thank the following volunteer judges for donating their time and expertise in evaluating the submitted entries:

GORDON ANDREW

BERNIE LOCKARD

RON CLARY

PHIL JOHNSON

JOHN HEARRELL

DON DARE

MONIQUE YEAGER

RICH GARGAS

STEVE ZENOFSKY

RICK BRAGGA

THANK YOU

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We salute the volunteers and staff of every council that entered this year’s Marketing Awards!

Your dedication and hard work drive the Scouting brand forward!

Thank you for all that you do!

About Marketing Awards

Bray Barnes

Director, Global Security Innovative
Strategies

Bray Barnes is a recipient of the Distinguished Eagle Scout Award, Silver
Beaver, Silver Antelope, Silver Buffalo, and Learning for Life Distinguished
Service Award. He received the Messengers of Peace Hero award from
the royal family of the Kingdom of Saudi Arabia, and he’s a life member of
the 101st Airborne Association and Vietnam Veterans Association. Barnes
serves as a senior fellow for the Global Federation of Competitiveness
Councils, a nonpartisan network of corporate CEOs, university presidents, and
national laboratory directors. He has also served as a senior executive for the
U.S. Department of Homeland Security, leading the first-responder program
and has two U.S. presidential appointments

David Alexander

Managing Member Calje

David Alexander is a Baden-Powell Fellow, Summit Bechtel Reserve philanthropist, and recipient of the Silver Buffalo and Distinguished Eagle Scout Award. He is the founder of Caljet, one of the largest independent motor fuels terminals in the U.S. He has served the Arizona Petroleum Marketers Association, Teen Lifeline, and American Heart Association. A triathlete who has completed hundreds of races, Alexander has also mentored the women’s triathlon team at Arizona State University.

Glenn Adams

President, CEO & Managing Director
Stonetex Oil Corp.

Glenn Adams is a recipient of the Silver Beaver, Silver Antelope, Silver Buffalo, and Distinguished Eagle Scout Award. He is the former president of the National Eagle Scout Association and established the Glenn A. and Melinda W. Adams National Eagle Scout Service Project of the Year Award. He has more than 40 years of experience in the oil, gas, and energy fields, including serving as a president, owner, and CEO. Adams has also received multiple service awards from the Texas Alliance of Energy Producers.